Perceived Quality of Virtual Reality and Augmented Reality Technology Influences Travel Intention: The Case of Vietnam
Abstract
In today’s digital landscape, virtual reality (VR) and augmented reality (AR) technology plays a crucial role in providing users with experiences before making a purchase or selecting a destination. However, the impact of this technology mainly depends on its quality. A review of the literature related to this field shows that few studies have explored the quality of VR and AR and its impact on consumers’ behavioral intentions. While a significant amount of research is dedicated to the technical applications of AR and VR, there remains a gap in understanding users’ perceptions and impacts of both tangible and intangible products when these technologies are combined. In response to this research gap, the authors developed a model that quantifies the user experience of VR/AR technology through their perception of its quality. This study aims to measure how information quality, system quality, security, usefulness, and ease of use of VR and AR influence user satisfaction and promote travel intention, especially in Vietnam tourism. The proposed model is based on the information system success (ISS) model, technology acceptance model (TAM), and stimulus-organism-response (SOR) model. This study conducts an empirical analysis on users interested in traveling to Ho Chi Minh City and Da Nang City, Vietnam. The research model was executed through the administration of an online questionnaire and face-to-face interviews, resulting in 408 valid samples. Results analyzed using linear structural modeling (SEM) methods show that consumer perceptions of information quality, system quality, security, usefulness, and ease of use have a positive impact on the perceived quality of VR/AR, thereby influencing tourists’ travel intention through the mediating role of satisfaction. In the research model, the impact of VR/AR perceived quality on satisfaction and the impact of satisfaction on travel intention have the most substantial weight, which shows that the quality of the VR/AR technology plays a vital role in enhancing tourists’ travel intentions.
Keywords: augmented reality, virtual reality, satisfaction, travel intention.
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